危机管理公共关系【外文翻译】.doc
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危机管理公共关系【外文翻译】.doc
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外文翻译
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Crisismanagement–publicrelations
Damagetoanorganization’sreputationcansoeasilybecausedbyaflippantremark;forexampleRatner’ssharescollapsedthroughthechiefexecutive’scarelessjoke.Atatimeofcrisis,theeffectofflippantcommentsorplatitudescanexacerbatethiseffect.ThecommentbyEurotunnelspresident,inwhichhedescribedthefireasanunpleasantincident,whichwasadjustedafewhourslatertoaseriousincidentwasevidenceofpoormanagementofthereleaseofinformation,whichresultedintheimpressionthatsafetyfearswerenotbeingtakenseriously.HillandKnowltonsdirectorofcrisismanagement,DavidBrotzen,commentedthattheydidwelltokeeptheincidenttoaquestionoffreightsafetyratherthanlettingLeShuttlebecomeimplicated.But:
ifIwastheirPR,Idtakethemediain,showthemwhathappenedandwhy.Idlaunchanindependentinvestigationintothecauseandseverityofthefireandbeopenandhonestaboutitsfindings.Idalsoreviewallrollingstocktoreassurealltravellersthatsafetyisnumberonepriority(Beenstock,1996).
Basicrules
Afewbasicruleshaveclearlyemergedfromtheaboveexamples.Firstofalltheimportanceoftellingthetruth.Second,ratherthanletthemedianetworkspeculate,usethemedianetworkasaopportunitytodisseminateyourinformation.Leavenoroomforspeculationifyoucanttellthemsomething,tellthemwhyyoucanttellthem(PRJournal,1995).
Appropriateapologies
Perhapsanotherbasicruletobementionedatthispointistheneedtoapologizepromptlywhenappropriate.SirJeremyMorse,bankerandpastchairmanoftheInstituteofBankers,maintainsthatitalmostalwayspaystoissueanearlyapology.Althoughthiscouldleadtoanorganizationbeingblamedforsomethingwhichisnotitsfault,hecomments:
Nevertheless,therearetwocentralreasonswhythisisusuallytherightcourse.First,externally,thepublicrespectanapologyfreelygivenratherthanonethatcomesafteraconsiderableperiodofstonewalling.Secondly,internally,anearlyapologyfreesmanagerstosortouttheproblemsfarmoreeffectivelythaniftheyarestillmaintaininganoutwardfrontthatnothingiswrong(Haywood,1994,p.177).
However,Black(1993)pointsoutthatifalawyerispresenttheremaybepressurenottoexpresssympathyincasethisistakentoimplyliability:
Lawyersmustbetoldthattheconsequencestothecompanyofnotcommunicatingandshowingsympathyinpracticaltermsaresuretobemuchworsethanifanopenpolicyoffullinformationandgenerosityisadopted.
Speedofmediacoverage
Itisvitaltorealizethespeedofmediacoveragebecauseofnewtechnologicaldevelopments.Notonlycanstoriesberelayedbymobilephonesandfaxedfromcars,buttheycanalsobesentfromhelicoptersandbouncedoffsatellites.Picturestoocanbetakenbydigitalcomputerizedcamerasandsentdowntelecommunicationslines:
WhenGreenpeacestageditshigh-profilestandagainstthesinkingoftheBrentSparoilplatform,itnotonlypostedinformationontheWeb,butwasreportedtohaveairliftedsophisticatedfilmingequipmentandasatellitedownstationontotherig,sothattheycouldprovidetheirownVNRsdirecttonewsoutlets(Nicholas,1996a).
Thismeansthatitisunlikelythattherewillbeatimedelaybetweenanincidentorcrisiseruptingandtheresultingmediacoverage.Thisemphasizestheneedtoreactquicklyatatimeofcrisis,andtoletallpartiesknowimmediatelyabouttheactionyouhavetaken.Communicatingeffectivelywasnowmoreoftenseenasofthesameimportanceasputtingtheproblemsright.(IPRJournal,1995,p.14).Furthermore,themediaareincompetitionandhungryforthemostnewsworthystories.Generallybadnewsisverynewsworthyandmoresensational(Ashcroft,1994).Ifimmediateinformationisnotavailable,thisleavesroomforspeculativestories.
Specialisttrainingforcrisis
Organizationswhichhavehandledcriseswellhavebeenwellpreparedforthem,andtheirplanshavebeentriedandtested.Therearenowanumberofcompaniesofferingspecialisttraininginhowtohandlethemediainacrisis,whichcaninvolvetrainingtosuittheindividualorganization,includingsimulations.MichaelBlandofMichaelBlandCommunicationshasnodoubtaboutthevalueofsimulationexercises.Evencompanieswithverygoodcrisisproceduresalwaysfindsomethingiswrongorsomethingismissingwhentheydoasimulation(Purdom,1995,p.12).Preparationinvolvesidentifyingwhichcrisesarelikelytohappenforanorganization,thatisanticipatingpotentialcrises.Thisrelatestoissuesmanagement.
Preparation/trainingforcrisismanagement
Crisismanagementmanual
Thecrisismanagementmanualisoftenviewedasanimportantpartinpreparation.Itcansetoutwhowillhandl
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